TATA STARBUCKS

Name : VarunRoll no. : B 46Batch 2013-2015

SIMS, Pune 1 04/15/2023

Indian Coffee Kiosk

Business

Major players :

Café Coffee Day(CCD)

Barista LavazzaCosta Coffee

Growth 25%

2/3rd coffee

produced exported

Size 230mnFin-land

USA India0

20

Coffee Con-sumption per

capita

Generic View of Coffee Kiosk Market

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SIMS, Pune 2 04/15/2023

Comparative Analysis – 4 P’s

Product Price Place Promotion

Costa Coffee

Brand signifies luxury + service

Comparatively Higher. Starts at Rs 95

Exposed, ambient locations

Mostly through word of mouth

TATA Starbucks

Higher product variety and quality

Serve for more

Exposed, ambient locations

Green coffee, online ordering

CCD Product Mix for Indian Taste

Lower price. Starts at Rs 34

High street/ Entertainment centers

Tie up with youth brands, tv

Barista Lavazza

Wide variety of traditional coffee products

Inexpensive. Starts at Rs 55

High street/ Entertainment centers

Sponsorships, Strategic alliancesSIMS, Pune 3 04/15/2023

Comparative Analysis Contd.

Target Segment

Penetration into market (No. of outlets)

Future plans (No. of outlets to open in next 3 years)

Costa Coffee Corporate and families

110 40-46

TATA Starbucks

Youth and adults

15 50

CCD Youth (15-35yrs)

1319 600-650

Barista Lavazza

Youth and adults (15-60yrs)

225 60-80

Source : www.wikipedia.com, www.zeenews.india.comSIMS, Pune 4 04/15/2023

Pune is education hub in India. Hence a perfect market.

Identify good and strategic space for the business (airport, hospital, resort or university).

conceptualize a business that sells products or services that would coincide with what Starbucks sells.

Introduce products with local flavours. Starbucks can provide training sessions to hone your

coffee skills, and also to hone the skills of your staff.

Business Overview and Strategy

SIMS, Pune 5 04/15/2023

Pune provides a perfect market for TATA Starbucks, due to student and corporate population.At the same time, the business is competitive.

It provides best opportunity to TATA Starbucks which should be tapped by employing wise marketing strategies and developing differential advantage over the rivals.

Conclusion

SIMS, Pune 6 04/15/2023